A Study on Sales Promotion

CHAPTER – 1 INTRODUCTION
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering and exchanging products of value with others”. Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied, by the exchange of goods and services for some valuable consideration. American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possible for more and more of consumers to enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort.

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A Study on Sales Promotion
Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Having selected the market, the companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. The final step is organizing the marketing resources and implementing and controlling the marketing plan.

Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the target market. McCarthy has popularized a four factor classification of marketing tools known as the 4P’s of the marketing mix. They are: • • • • Product Price Place Promotion

Product:
Product stands for the firm’s tangible offer to the market, including the product quality, design, features, branding and packing. It deals with new product development, product life cycle, product mix, product lines, branding and associated services to a product. From the customer’s point of view, it helps in satisfying the customer’s needs and wants.

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A Study on Sales Promotion Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting the price, discounts, allowances, payment policies and credit terms. It is very important to the customers as it decides the cost the customer has to pay to gain the product value.

Place:
This marketing tool stands for the various activities the company undertakes to make the product accessible and available to the customer. It involves market size, channel selection and management, storage and physical distribution with the ultimate purpose of efficiently supplying the company’s offer to the target market. To the customer, this marketing tool refers to convenience.

Promotion:
Promotion stands for various activities the company undertakes to communicate and promote its products to the target market. It involves communication programs i.e. direct marketing, advertising, sales promotions, public relations and motivation of sales force. To the customer this tool provides knowledge and information.

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A Study on Sales Promotion
The Promotion Mix of a company includes the following tools;

Advertising:
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact tools to communicate with or solicit a response from specific customers and prospects.

Personal Selling:
Face to face interaction with one or more prospective purchasers for the purpose of making a sale refers to personal selling.

Public Relations and Publicity:
It refers to the variety of programs designed to promote and or protect a company’s image or its individual products.

Sales Promotions:
The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy. Since sales promotion directly push up the sales, increasing number of companies are undertaking sales promotion activities.

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They may be used to attract new customers. a company must set objectives. Sales promotions also lead to greater consumer awareness of prices. Sales promotions also let manufacturers adjust to short term changes in supply and demand and differences in customer segments. select the right tools. designed to stimulate quicker and greater purchase of products or services by consumers. develop the best program and implement it and evaluate the results. Page 5 .A Study on Sales Promotion Sales Promotion Sales promotion refers to the short-term incentives to encourage sales of a product or service. They also let manufacturers to experiment by varying prices. to reward loyal customers and to increase the repurchase rates of occasional users. Sales promotions are thus also seen as a tool for breaking down loyalty to other products. To use sales promotion. mostly short-term. Purpose of Sales Promotion Sales promotion tools vary in their specific objectives. Sales promotion usually targets brand switchers because non-users and users of other brands do not always notice a promotion. It consists of a diverse collection of incentive tools.

Page 6 . building brand loyalty of retailers and gaining entry into new retail outlets. building trial among non-users and attracting switchers away from the competitor’s brands. sales promotion should be focused on consumer relationship building. The sales force promotions help in encouraging support of a new product or model. of-setting competitive promotions. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. encouraging more prospecting and stimulating off-seasonal sales. But most importantly. Samples may be free or discounted. • Samples: They are offers of a trial amount of a product. objectives include encouraging purchasing of larger sized units. Sales Promotion Tools Many tools can be used to accomplish sales promotion objectives.A Study on Sales Promotion Objectives of Sales Promotion The specific objectives set for sales promotions will vary with the type of the target market. Descriptions of the main promotional tools are as follows. including retailers to carry new items and higher level of inventory. objectives may include. Consumer Promotion Tools The main consumer promotion tools are as follows. For consumer promotions. encouraging off-seasonal buying. For trade promotions.

• Premiums: These are the goods offered either free or at a low cost as an incentive to buy a product. Page 7 . Coupons can be mailed.A Study on Sales Promotion • Coupons: Coupons are certificates that give buyers a saving when they purchase a specified product. Rebates are offers to refund part of the purchase price of a product to its customers who send a proof of purchase to the manufacturer. • Rebates: Rebate is also known as cash refund offers. placed in advertisements or included with other products. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale. Premiums may be in-pack or on-pack (outside the pack). • Price Packs: Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked by the producer directly on the package.

given as gifts to consumers. • Advertising Specialties: These are useful articles imprinted with an advertiser’s name. They aim at building brand loyalty. • Cross Promotions: Cross promotions involve using one brand to advertise non-competing brand. • Patronage Rewards: They are cash or other awards for the regular use of company’s products or services. Page 8 . Contests of talent and sweepstakes or draws the most popular prize offering promotions. trips or goods – by luck or through extra efforts. • PoP Promotions: Point of purchase (PoP) includes displays and demonstrations that take place at the point of purchase or sale.A Study on Sales Promotion • Prizes: They are offers of chance to win something such as cash. They are values (in cash otherwise) that are proportional to one’s patronage of a certain vendor or a group of vendors. • Tie-in Promotions: Tie-in promotions involve two or more brands or companies that team up on coupons. refunds or contests to increase their pulling powers.

Companies also offer push money and specialty advertising items to the middlemen. • Discounts: It is also known as price-off or off-invoice or off-list.A Study on Sales Promotion Trade Promotion Tools More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). • Free Goods: Free goods are the extra merchandise offered to middlemen who buy a specific amount of a product. displays. The major trade promotion tools are as follows. • Allowances: They are the amount offered in return for an agreement by the retailer to feature the manufacturer’s products in some way. Page 9 . advertising or otherwise. Discounts price cut off the list price on a particular quantity purchased during a stated time.

To use it well. select the best tools. design the sales promotion program. pretest and implement the program and evaluate its results. The major business promotion tools are as follows. • • Trade Shows and Conventions. Clearly. Page 10 . the marketer must define the sales promotion objectives. sales promotions play an important role in the total promotion mix. Sales Contests.A Study on Sales Promotion Business Promotion Tools Companies spend huge amount on promotions focused on industrial consumers.

By rent per capita: • 2 percent of Indian has a per capita income in excess of 14. India today is 7th most attractive destination for foreign direct investments.A Study on Sales Promotion INDUSTRY PROFILE A Look into the Indian Economy and Furniture Industry India is the fourth largest economy in the world and it’s the largest democracy with second largest GDP among emerging economies. has maintained GDP Growth rate of nearly 6%. Besides. With 1 billion populations. after US. China. China and Japan in PPP (Purchasing Power Parity). India offers higher rate of returns and profitability than anywhere else in the world. World Bank’s President James D. which means 20 million people. Brazil. Mexico and Germany. Out of 1 billion population the upper and middle class constitutes 20% or 200 million people (or 30 to 40 million houses).500 Euros. Page 11 . India remains on the fastest growing economies and even in the present worldwide economic slowdown. It is also one of the ten fastest growing economies in the world. Wolfensohn confirmed that India is not the world’s 4th largest economy after USA.

The market has.A Study on Sales Promotion • 8 percent of Indians have a per capita income of more than 3. due to exposure to overseas products and lifestyles.with the number of individuals in the “high: income demographic group doubling each year. according to NCAER statistics.200 Euros. The Indian market has been enormous with a large base. Levels of affluence are high. • 10 percent of Indians have a per capita income in excess of 3. this is about 100 million people Overall Economic Scenario 1. The actual “disposable” income at the disposal of the affluent Indian is as high as three to five times higher as the official statistics. which means 80 million people. displayed the willingness and ability to purchase overseas brands and products at high prices. 4. 3. on account of the very large proportion of unaccounted (“black”) money income. Customs duties and tariffs have been drastically reduced. 5. in keeping with government policy to open up the economy – a policy which has stayed Page 12 .900 Euros. 2.

which implies that no special import license is required for import. Despite the cut in duties. The affluent classes however.A Study on Sales Promotion constant despite changes in government. All the above factors put together make manufacturers and retailers of a wide range of consumer durables. 7. While the Indian middle class still does not have as high a rate of obsolescence as the US. Page 13 . the rate of customs duties is fairly substantial which makes the prices of products higher in India. hardware and fittings. 6. 8. do have high rate of obsolescence of interior decoration products and redecorate constantly. and tend to use their furniture for several years before changing or upgrading. DIY equipment. the actual size of this segment makes investment in this market more than worthwhile. All the products in the INDEX product range are now permitted for import into India under OGL or the Open General License. There is a huge demand for furniture. Several overseas companies have already entered the market and have been extremely well received by the market. lighting and consumer non-durable and appliances.

A Study on Sales Promotion Indian Furniture Industry The furniture sector in India only makes a marginal contribution to the formation of GDP. The most common species in Indian forests are teak. India shows good perspective to sell furniture in the following years. India is one of the largest consumers of wood in South East Asia. which indicates a huge potential for growth. It is estimated that the furniture industry comprises 25% of the construction industry and hardware comprises 40% of total furniture industry. pine. Wood and wooden products. rosewood. ebony. cedar and rubber trees. Supply of these “ready to uses” Page 14 .01% in the total manufacturing sector. because its size and secondly due to the newly acquired taste as a result of exposure to western furniture style. laurel.5%). First of all. The furniture industry employs a total of around 30. furniture and fixtures carry a weight of 27. Until a few years ago the county had considerable quantities of available tropical woods.000 workers. out of this 20% is replacement and 20% is new. several agreements have been signed between local producers looking for technology and European and Asian companies trying to reach a potential opportunity in costs. The future on the furniture sector in India seems positive. Talking about production. From the commercial point of view. representing just a small percent (about 0.

Most soft and hard woods are imported from Russia. India imports wood (logs) especially from Malaysia. Cameroon. The total size of Indian furniture industry is estimated at Rs. In India. Ivory Cost. Veneered panel are becoming more popular in India and are imported from the European Union and the USA. Indonesia. South Africa and New Zealand and to some extend from South America. Ghana. natural rubber plantations covers 520. Kerala state (South India) produces 95% of the total supply of rubber wood in India. Nigeria. The share of the wooden furniture market is estimated at Rs. The remaining 15% is organized and is believed to be growing at a steady pace of 12% to 15% per annum.A Study on Sales Promotion species became scarcer due to unconditional and inappropriate exploitation and also due to growing concern about the environment.000 hectares with another 6. There is a noticeable shift in Page 15 . and there is also a small local production. Much of this growth has been fuelled by the increasing access to modern machinery and technology through easier import policies as a result of India’s entry into the WTO in the year 1990s. MDF is imported from Europe. 350 thousand million but almost 85% of this is unorganized.000 hectares replanted almost every year since 1994. Myanmar. 600 million. Scandinavia and other South East Asian counties. Woodworking industry of India is one of the fastest growing in the county’s economy.

overall scenario reveals that almost 80% of the products supplied in local markets by indigenous manufacturers are labor intensive and handmade. Among other sectors where the demand is spiraling upwards is office furniture. Residential or household furniture accounts for over 60% of the overall domestic and leading manufacturers have begun to realize the necessity of proper distribution system in this area. Growth of IT an IT. The old economy businesses are also undergoing a makeover and this is reflected through changing looks of the offices.A Study on Sales Promotion the preference towards mechanized mass production and the up gradation of technology. Metal and plastic furniture production is gaining wider prominence but wood still remains to be the most favored medium.enabled sector such as BPO’s has created a huge demand in metros and Class II cities all over India. CHAPTER . The Emerging Trend Though technology has made inroads in the industry with increasing stress on the use of machines.2 Page 16 .

In today’s crowed marketplace where products and services are touting themselves to be the best. The intention of the study is to find what attributes needs further improvement in order to make the product more preferable in the market. Statement of the Problem The project is mainly undertaken to study the sales promotional strategies at Ferror Dek Pvt. The study was undertaken to explore how a company or brand can ensure a store that stands out and not get lost in the crowd. The main aim of the study is to uncover new relationship and identify any problem that may arise in future. Ltd. Ltd”. Objectives of the Study Page 17 . it is vital to stand out in the crowd.A Study on Sales Promotion REASEARCH DESIGN Title of the Study The title of the study is – “A STUDY ON SALES PROMOTION OF HOME FURNISHINGS AT Ferror Dek Pvt. exploratory research is been conducted. Exploratory research as its name implies endeavors of exploring the possibility of doing research on a subject where due to lack of existing knowledge framing and testing the hypotheses is difficult. Hence.

4. Ltd.A Study on Sales Promotion 1. To find out the communication linkages and de-linkages in the organization. Bangalore. To study the activities of each and every department of the organization. RMV II Stage. Ltd. Scope of the Study This project was undertaken for a specific period in Ferror Dek Pvt. 3. It is an exercise that is well planned into the curriculum giving the researcher a valuable opportunity to understand the working dynamics of the organization and to experiment and exhibit the recently acquired management and administration skills. Consumers today no Page 18 . To find out the footage of Ferror Dek Pvt. Ltd. The Indian furniture industry has awakened to interesting times! The last ten years have seen changes in the shop windows of furniture retailers. The prospect of the furniture sector in India seems positive. 5. To study the various promotional strategy adopted by Ferror Dek Pvt. New BEL Road. To observe and understand the practice followed by Ferror Dek Pvt. 2. With respect to other players in the market.. Ltd.

3. Page 19 . 2. Limitations of the Study Every study is bound by limitations and as such this is no exceptions. The analysis and suggestion are given only with respect to marketing aspects as technical suggestion with respect to the product could not be given.A Study on Sales Promotion longer look for mere practicality in furniture. instead. “Change is Constant” rule of nature. i. 1. Realizing the tremendous market potential and to make the most of it. 4. Confidential matters were not disclosed by the company. There were time constraints.e. 5. they look for theme furnishing. Hence. The study was conducted under the assumption that the information given by the respondents is authentic. the study was undertaken. the study undertaken may not hold good for longer duration. lifestyle living.

studying the various aspects of the organization.A Study on Sales Promotion Methodology of the Study A variety of methods of study have been adopted by the researcher to fulfill the objectives of the study. To name a few Quezel.  With a view to understand the crunch of the matter and to find out the ground realities.  To have a broader perspective of the study. interviewed them and made them to fill the questionnaire. the researcher chose to become a keen observer. etc. were displayed. The researcher met the respondents personally. the researcher attended the Lifestyle Exhibition at Palace Grounds wherein the products of Ferror Dek Pvt.  In order to have a better grasp of the study.  In order to fund out the market realities. Trident Inter Wood. the researcher visited the showrooms of certain companies having almost similar product profile as that of Ferror Dek Pvt. Ltd. the researcher formed a schedule specifically for the set of respondents. Veneto Cosines. Page 20 . Ltd.

Moreover. Page 21 . newsletter. information was disseminated by the departmental heads. the research instrument consists of primary and secondary data collected for the study. the foremost data collection instrument used is the questionnaire method. f) Plan of analysis are tables and graphs. a) Type of the research undertaken is analytical. magazines.A Study on Sales Promotion The researcher has done the research in the following manner. books. The questionnaire has been designed with both open ended and closed ended questions. Apart from this. journals. Secondary Data: Here the information is obtained from the brochure of Ferror Dek. Data Collection Methods In this study. Data was also obtained from the observation and interview technique adopted by the researcher. e) Tool used for the research is questionnaire. newspapers. c) Sample size taken is 30. Primary Data: Here first hand information is obtained by distributing printed questionnaire to the marketing executives of the company. websites. etc. d) Sources of data used include both primary as well as secondary data. b) Technique used is random sampling.

A Study on Sales Promotion SOURCES OF DATA Primary Data Secondary Data Questionnaire Observation Interviews Visits to other Companies Information Through Departmental heads Newsletter Journals Magazines Newspapers Books Websites Page 22 .

It was a modest beginning for Ferror Dek with a few orders for home furnishing. Ltd. It is located at Bangalore. It has a decade of expertise in building turnkey solutions for contemporary offices and homes. 2mm PVC edge banded shutter etc. It also undertakes value added services such as executing turnkey projects as a part of office furnishing. It is only a year old but the company has shown excellent growth since inception and is growing at a rapid pace. MDF with veneer finish and MDF with PVC foil membrane. promoted by Mr. India’s melting pot of Page 23 . The understanding of modern demands allows optimizing spaces to derive maximum utility value for every furniture solution. Very soon as the scope of the business grew.A Study on Sales Promotion CHAPTER – 3 COMPANY PROFILE Ferror Dek Pvt. Binny Kuriakose is one of India’s leading manufacturers and distributor of modular kitchen and modular work station. it started expanding into diverse activities. It has set international standards in terms of quality of work and execution of projects. The solutions are available in a wide variety of boards such as Pre-lam particle board. MDF board with post form finish. The whole range of solutions are tailor-made to suit the consumers needs blended with affordability and aesthetics.

Today’s market is clustered with options to furnish homes and workplace. But at Ferror Dek. It is driven by the urge to provide quality that is distinctive as the customers are. The adherence to rigorous quality standards is maintained at every level because quality is continuous and consistent process….A Study on Sales Promotion international cultures. be it office or home. Page 24 . THE CREATIVE NICHE: • Understanding of modern client mindset allows optimizing spaces to derive maximum utility value for every interior solution. Ferror Dek ensures its customers that the customers will find unique expressions of their creative niche. It uses high quality raw material for all solutions and these are available in a wide variety of options. what makes it to truly stand apart is the quality of the products and services. It is equipped with a modern production house and employs world class machinery from Germany and Italy to carve artistic niche for customers. • Application of highly specialized design techniques sets its design apart from competing companies. They are at a strategic advantage to offer clients furniture that reflects the emerging global denizen. Every single product that is rolled out of the manufacturing unit is ensured to be flawless and absolutely defect-free.

A Study on Sales Promotion

A combination of proficient project management control, unyielding quality guarantee and prompt operation and service support.

It builds up a technical drawing, which has detailed records for every project, thus assuring complete transparency in all business dealings.

Ferror Dek undertakes and completes every project with the same precision and approach irrespective of the size of the project. Raw material is checked and sorted based on the target approach to stringent quality checks at every level.

MANUFACTURING FACILITIES:
The specialized home solution offers complete units for every room. The array of products includes:

 Modular Kitchens

a) Eco friendly laminated in different colors. Shutters come in membrane, medium density fiber (MDF) and pre-laminated particle board.

b) Different kinds of pull out baskets, to name a few D-tray, Swivel tray, magic corner. Page 25

A Study on Sales Promotion
 Wardrobes  Wall units  Crockery units  Living room furniture  Designer doors  Shoe racks  Loft coverings  Dressing units  Kids units.

Managing space at work:
The modular solutions of the office strive to create a comfortable workplace, allow easy maneuverability of work area and infuse a high degree of visual appeal. The range of solutions includes:

• Modular Workstations:
Eco friendly laminated modular office systems include desk, storage cabinet, pedestal, partitions and key board.  The working desk system – is available in variety of shapes and sizes.

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A Study on Sales Promotion
 Partition system with fully integrated cable management partitions (two levels of cable raceways).

 Partition thickness will be available in 75mm thickness.

 Partition is made up of Mild Steel (MS) with required powder coated color.

 Various heights and lengths of partitions are available.

 Multiple choice of fabric, laminate, metal perforated sheets, accessories panel, glass, etc.

• • • • • • •

Filling storage units Pedestals Keyboard and CPU trolleys Discussion tables Conference tables Training tables Other office furniture.

Managing Turnkey Projects:

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A Study on Sales Promotion
Though home and office furnishing is the niche area, value added services are provided to give customer solution and thus turnkey projects are undertaken. Turnkey projects include: • • • • • • Architectural services Civil construction Project co-ordination False-ceiling Networking Electrical work.

Some of its Clients are:
1. Rockewell Studio, Bangalore 2. Credence Audio Systems, Bangalore 3. Honeywell Ltd., Bangalore 4. Cepha Imagining Pvt. Ltd., Bangalore 5. Black and White Studio, Bangalore 6. Siddharth Engineering Pvt. Ltd., Bangalore 7. Kurl-on-Ltd., Bangalore 8. Manjushree College of Nursing, Bangalore 9. Atlas Copco-Bangalore 10. Rahul Cargo Pvt. Ltd. – Bangalore 11. Daedalus Consulting Pvt. Ltd. – Bangalore.

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A Study on Sales Promotion ORGANIZATION CHART MD Head Accounts And Administration Head Marketing (Home Furnishings) Head Designing Head Marketing (Office Furnishings) Head Production 2 Executives And an Office boy 8 Marketing Executives 8 Designers 2 Marketing Executives Supervisor (Quality Control) Supervisor (Production) Supervisor (Product Analysis) Supervisor (Dispatch) 2 Persons 26 Persons (Machine operators And helpers) 2 Persons 1 Person Page 29 .

Apart from all these. DEPARTMENTS The researcher encompassed the study of four departments namely Accounts and Administration. Production and Marketing. architectural services. This department is broadly concerned with the acquisition and use of funds by the company. Page 30 . plan and control the company’s financial affairs. project co-ordination. ACCOUNTS AND ADMINISTRATION DEPARTMENT This department is headed by Mr.A Study on Sales Promotion Employee Strength – A total of 61 personnel including executives and shop floor workers are working for the company. In a nutshell this department deals with the trouble shooting of any problem. It also analyze. It is also concerned with bank facility availed by the employees. Moreover. The basis for departmentalization was functional. Yesudas. Designing. etc. electrical work. It also keeps a track of things with regard to civil construction. it also takes into account the installation part at the customer site after the dispatch of the product. Two executives assist him. networking. the in house administration of the company is also taken care of. It includes maintenance of showroom and a look into the requirements and problems of day to day administration.

a designer accompanied by marketing personnel visits the construction site and takes the final measurement. Major activities undertaken in this department are as follows: • Setting the normal design – According to the initial measurement told by the customer. Once the normal design is finalized by the customer. • Innovative designs – The team of designers also trigger out the brain cells to create innovative designs. PRODUCTION DEPARTMENT Page 31 . the designers make the production design. This design clearly demarcates the technicalities so that it becomes easier for the production personnel to understand. • Setting the production design – When the deal is finalized and after receiving 50% of the amount from the customer. Eight creative designers assist him. Albert. Then according to it a design is set and the price quotations are made.A Study on Sales Promotion DESIGNING DEPARTMENT This department is headed by Mr. Two aspects namely affordability and aesthetics are focused upon. a normal design is set. The team of designer tailor makes the products according to the needs of the customers.

direct purchase is made from the local companies such as Marino Ply. For bulk orders. Bhutan Board and Nepal Board and Nuwood. Prashanth. Page 32 . The raw materials obtained are with respected with regard to requirements and specifications. Four supervisors are in charge of four different activities such as quality control. Greenlam. production and dispatch. The raw materials are supplied mainly by four companies namely Novapan. Virlam and Kalachandra.A Study on Sales Promotion This department is headed by Mr. product analyzing. Spacewood. PRODUCTION HEAD Supervisor (Quality Control) Supervisor (Product Analysis) Supervisor (Production) Supervisor (Dispatch) 2 Persons 2 Persons 26 Persons (Machine Operators And helpers) 1 Person • Quality Control: This sub department is mainly concerned with the inspection of raw materials.

boring and hot press and post formed. edge bending. molding. it targets as to when the work needs to be completed and schedules the whole process. • Production: 26 persons comprising of machine operators and helpers are involved in this sub-department. after completion of production process and before dispatch. After receiving the production design. the product is thoroughly inspected here. Page 33 . It consists of five operations namely cutting. Again.A Study on Sales Promotion • Product Analyzing: This sub-department is mainly concerned with targeting and scheduling.

of Person Involved 3 operators Page 34 . of Person Involved 4 persons : 1 operator 1 gauge setting 2 for loading and unloading III. of Person Involved 3 persons : 1 operator 2 helpers IV. Operation : Cutting Machine Used 1. BEAMSAW No. Operation : Boring Machine Used 1. THROUGH EDGE BENDING No. Operation : Molding Machine Used 1. Operation : Edge bending Machine Used 1. SPINDLE MOULDER No. of Person Involved 5 persons : 2 operators 3 helpers 2.A Study on Sales Promotion I. PANELSAW II. BORING No.

Usually. it is ready for dispatch. Product: Page 35 . Let us discuss the 4P’s of marketing mix with regard to the company. of Person Involved 3 operators 3 operators ‫ ٭‬Important Note : Within 4 hours after cutting the panel. This department is split into two divisions – one dealing with home furnishings and the other dealing with office furnishings. Eugene Joseph. MARKETING DEPARTMENT This department deals with the springboard of all activities.A Study on Sales Promotion V. at least once carpenter goes to the customer site for installation. it needs to be covered. Home Furnishings: This department is headed by Mr. Operation : Molding Machine Used 1. HOT PRESS 2. POST FORMED No. 1. • Dispatch: After the product is analyzed. Eight marketing executives assist him.

III. II. one must be able to pinpoint needs. Are fully re-locatable. wall units. Modular kitchens are planned around the workflow triangle of refrigerator – cooker-sink: minimizing distances between these makes cooking a more economical and energy saving process. Are made of durable material. wardrobes. likes and dislikes. loft coverings. They look good and optimize space. living room furniture. Why use Modular Kitchen? I. What is Modular Kitchens? The accent today is on ergonomics – a kitchen that’s a comfort to use and be in. Page 36 . Selection of different materials for different uses is a difficult decision to make which easily solved by modular kitchen. designer doors. dressing units. crockery units. Then the manufacturers step in and do the rest. shoe racks. Color preferences. textures and materials work at the psychological level to affect one’s perception of a space. kids units. aspirations. IV. Modular kitchen also have accessories like napkin holders and storage shelves mounted on racks that can be run along the length of the kitchen wall.A Study on Sales Promotion Modular kitchens. For a dream kitchen.

Each product has a different rate. The corporate office and showrooms is situated at New BEL Road. Require simple ground preparation and services. Kitchen work/ equipment/ utensils get proper definition. Bangalore. India’s melting pot of international cultures. MDF or membrane. Prelim is priced at Rs. Can be constructed in a time period as short as 6 to 8 weeks from order. VI. Can be expanded or reduced in size at later stages. The pricing policy adopted is cost plus a percentage of profit. While quoting the price of a product. VIII. 3. The products offered are basically made either from prelim. Price: The products are customized so the price also doffers accordingly. VII. Person gets motivated to work in such kitchens. X. RMV II Stage. Replacement/ repairs are easy. IX. A modular kitchen takes care of things like exhaust hoods/ chimneys which are otherwise ignored. Place: Located at Bangalore. height and width is Page 37 . role and place to function. the company is at a strategically advantageous position to offer its clients furniture that reflects the emerging global denizens. ft. Have low maintenance and high durability. 650 per sq. 2.A Study on Sales Promotion V.

The recent one is. Telemarketing is also done. Business Standard. If the depth exceeds the standard norm of 2 ft. Other than that there is no major change with regard to place. Two marketing executives assist him. The target group here is the corporate. Page 38 . Promotion: The Company has a showroom of its own. training tables and other office furniture. to 9 p. pedestals. then only it is considered. The showroom is opened for all the seven days of a week from 9 a. Paper insertion are placed in leading newspapers such as Times of India. An important facet dealing with the promotion of a product is corporate presentations.A Study on Sales Promotion considered irrespective of depth. keyboard and CPU trolleys. 4. filing storage units. Display stalls are put up near upcoming construction of apartments. Deccan Herald and Prajavani. conference tables. being the participant of the Life Style Show on Palace Ground at Mekhri Circle. Office Furnishings: This department is headed by Mr. Rajesh. price and promotion.m.m. The products dealt with are – modular workstations. The Company also participates in exhibitions.

One can also avail the facility of working on holidays and taking leave on the week days. Mr. he is not given individual project. Usually. During this period. Eugene Joseph. • Training : A selected candidate is put on training for about 15 days.A Study on Sales Promotion HR ASPECTS Though the company does not have a separate HR Department as it is in the embryonic stage but the HR aspects are taken care of by Mr. • Leave Facility : All employees are entitled to 12 days of casual leave and 2 days of sick leave (monthly). Eugene or Mr.12 days. say a week or more than that. Yesudas takes the interview of the candidates. • Recruitment : The Company spells out its requirements to the consultancies about the suitable candidates. In case of emergency. • Job Rotation : Page 39 . a prior intimation before 2 days is sufficient. In case of a long leave. one needs to inform it before 10. Rajesh or Mr.

A Study on Sales Promotion Job rotation is adopted by the company so that there is development of multi-faceted skills to fill in vacancies and to cope with increasing work load. Movement is effected in the same grade THE WHOLE PROCESS AT A GLANCE Clients come to the showroom ↓ Initial Measurement is given ↓ Designers design the product ↓ Quotation is made ↓ Negotiation is made ↓ Color combination is chosen by the customer ↓ 50% of the amount is given as advance by the customer ↓ Signing of the estimation form Both the company and client will keep a copy of it ↓ Production drawing is made ↓ Production department Page 40 .

• Will involve 10 dealers in Bangalore. All these contribute for the company’s future expansion plan. Page 41 . • It is going to open showrooms on Kerala.A Study on Sales Promotion ↓ Delivery and installation SWOT Analysis Strength • • • • • Customized products Reasonable price Quality Opportunity Growth of furniture industry seems positive Huge potential • Weakness A new entrant in the market Threats • A lot many players are existing in the market Future Plans: The company has shown excellent growth since inception and is growing at a rapid pace. • It is going to open 4 more showrooms in Bangalore. The 1st one is coming up in Cochin.

 20% of the respondents are female. of Respondents 6 24 30 Percentage 20% 80% 100% Analysis  80% of the respondents are male. 1 Table representing the sex of the marketing executives Sex Male Female Total No.A Study on Sales Promotion CHAPTER.4 DATA ANALYSIS AND INTERPRETATION Table No. Interpretation  Majority of the marketing executive are male. Page 42 .

A Study on Sales Promotion Graph 1 Sex of the Marketing Executives Page 43 .

A Study on Sales Promotion Table No.  46% of the respondents are of the opinion that the prices of the products are competitive. Interpretation  Majority of the respondents opine that the prices of the products are reasonable. of Respondents ─ 16 14 ─ 30 Percentage ─ 54% 46% ─ 100% Analysis  54% of the respondents are of the opinion that the products are reasonable.  None of the respondents feel that the prices of the products are either high or low. 2 Table representing the pricing of products Prices High Reasonable Competitive Low Total No. Page 44 .  The prices of the products are reasonable though they are competitive.

A Study on Sales Promotion Graph 2 Pricing of Products Page 45 .

 Trident Inter wood is considered as the major competitor by 7% of the respondents.  13% of the respondents are of the opinion that the Godrej is the major competitor. of Respondents 24 4 2 30 Percentage 80 13 7 100 Analysis  Majority of the respondents i. 80% opines that there is no dominant player in the market. with regard to Home furnishing Major Competitor No dominant player Godrej Trident Inter Wood Total No. Interpretation Page 46 . 3 Table representing the major competitors of Ferror Dek Pvt.e. Ltd.A Study on Sales Promotion Table No.

A Study on Sales Promotion  Though brand names like Godrej and Trident Inter Wood came into the picture but the fact reveals that there is no dominant player in the market. So everyone is competing with each other. Graph 3 Major Competitors Page 47 .

Interpretation  Majority of the respondents opines that brand image is the strength of the competitors.  20% of the respondents opine that promotional activities are the strength of the competitors.A Study on Sales Promotion Table No. Page 48 .  None of the respondents feel that quality and pricing are the strength of the competitors. 4 Table representing the competitor’s strength Strength Quality Brand Image Pricing Promotional Activities Total No. of Respondents ─ 24 ─ 6 30 Percentage ─ 80 ─ 20 100 Analysis  80% of the respondents are of the opinion that the competitor’s strength is brand image.

A Study on Sales Promotion Graph 4 The Competitor’s Strength Page 49 .

e.A Study on Sales Promotion Table No. of Respondents 17 13 ─ ─ 30 Percentage 57 43 ─ ─ 100 Analysis  Majority of the respondents i. 57% are of the opinion that the products are of good quality with respect to other competitors.  43% of the respondents opine that the products are of very good quality with respect to the other competitors. Interpretation Page 50 . 5 Table representing the quality of the products of Ferror dek with respect to other competitors Rating Good Very good Fair Poor Total No.  None of the respondents are of the opinion that the products are of fair or poor quality with respect to other competitors.

Graph 5 Quality of the products of Ferror dek with respect to other competitors Page 51 .A Study on Sales Promotion  Majority of the respondents is of the opinion that the products are of good quality and is at par with other competitors having brand names.

Page 52 .A Study on Sales Promotion Table No. Interpretation  Majority of the respondents is of the opinion that modular kitchens are sold more per month.  10% of the respondents are of the opinion that modular kitchen and wardrobes are sold more per month. of Respondents 27 3 30 Percentage 90 10 100 Analysis  90% of the respondents are of the opinion that modular kitchens are sold more per month. 6 Table representing kind of products sold more per month Products Modular kitchen Modular kitchen and Wardrobe Total No.

A Study on Sales Promotion Graph 6 Kinds of products sold more per month Page 53 .

7 Table representing the merits of the products of Ferror dek that differentiates it from others Merits Reasonable price Quality Customized product Finishing Total No. Page 54 .  24% of the respondents are of the opinion that quality is the differentiating factor.  10% of the respondents are of the opinion that finishing is the differentiating factor.A Study on Sales Promotion Table No. of Respondents 10 7 10 3 30 Percentage 33 24 33 10 100 Analysis  33% of the respondents are of the opinion that reasonable pricing and a customized product differentiates the products of Ferror dek from that of others.

Graph 7 Merits that differentiates the products of Ferror dek Pvt.  In fact. 12 10 10 10 8 7 Reasonable price Quality Custom ized products 6 4 3 Finishing 2 0 No. of Respondents Page 55 . Ltd. all the merits such as reasonable pricing.A Study on Sales Promotion Interpretation  Reasonable pricing and customized products differentiates the products of Feror dek from that of others. quality and finishing contributes in differentiating the products from others. customized products.

Page 56 . 4 .Important. 2 . 3 . Analysis  Price of the product gets the maximum of 5 rating. 8 Table representing the factors which play a major role in demand generation Factors 5 Price of the product Awareness about the product Delivery of the product ordered Presentation about the product Design of the product 4 3 1 0 1 4 3 1 0 2 3 Ratings 3 0 0 5 0 4 2 1 4 1 3 0 1 1 1 2 4 1 5 .Makes little difference.Not important.A Study on Sales Promotion Table No. 1 – Does not make any difference.Very important.

 Delivery time of the product ordered can make a little difference in demand generation. Interpretation  Price of the product plays a major role in the demand generation.  Delivery of the product ordered gets the maximum of 3 ratings. Page 57 .  Awareness about the product gets the maximum of 2 rating.  Design of the product plays an important role in demand generation.A Study on Sales Promotion  Design of the product and the price of the product get the maximum of 4 rating.  Presentation about the product gets the maximum of 1 rating.

A Study on Sales Promotion Graph 8 Factors playing a major role in demand generation 6 5 5 4 4 4 4 Price of the product 3 3 3 3 3 Awarenessabout the product Delivery of the product ordered 2 2 2 Presentation about the product Design of the product 1 1 1 1 1 1 0 1 00 0 2 0 3 0 4 0 5 Page 58 .

Ltd.  33% of the respondents opine that telemarketing is the means of promotion of the products. Page 59 . 9 Table representing the promotion of the products of Ferror dek Pvt. of Respondents 7 10 ─ 10 ─ ─ 3 30 Percentage 24 33 ─ 33 ─ ─ 10 100 Analysis  24% of the respondents are of the opinion that paper insertions are used as promotion of the product.A Study on Sales Promotion Table No. Promotions Paper insertion Telemarketing Display stalls Participating in exhibition Direct mail Presentations Showrooms Total No.

 10% of the respondents are of the opinion that showrooms are used as promotion of the product. telemarketing. direct mail. participating in exhibition. presentations and showrooms. Interpretation  The company adopts a variety of promotional methods such as paper insertion. Graph 9 Methods of promoting the products Page 60 .A Study on Sales Promotion  33% of the respondents feel that participating in exhibition has promoted the product. display stalls.

 10% of the respondents are of the opinion that discounts are not given on repeat purchase. 10 Table representing the discount if given on repeat purchase Discounts Given Yes No Total No. of Respondents 27 3 30 Percentage 90 10 100 Analysis  90% of the respondents are of the opinion that the discount is given on repeat purchase. Interpretation  Majority of the respondents is of the opinion that discounts are given on repeat purchase.A Study on Sales Promotion Table No. Page 61 .

A Study on Sales Promotion Graph 10 Discounts given on repeat purchase Page 62 .

of Respondent 20 5 ─ ─ 5 30 Percentage 66 17 ─ ─ 17 100 Analysis  66% of the respondents are of the opinion that 2-5% discount is given on repeat purchase.  17% of the respondents are of the opinion that no discount is given on repeat purchase. 11 Table representing the percentage of discounts given on repeat purchase Percentage of Discount 2 – 5% 6 – 10% 11 – 15% 16 – 20% None Total No.A Study on Sales Promotion Table No. Page 63 .  17% of the respondents opine that 6-10% of discount is given on repeat purchase.

A Study on Sales Promotion Interpretation  Majority of the respondents are of the opinion that 2-5% discount is given on repeat purchase. Graph 11 Percentage of discount given on repeat purchase Page 64 .  The company does not adhere to any stringent norm while giving discount on repeat purchase as there is difference of opinion among the respondents.

Interpretation  The products are marketed through direct marketing and dealers and retailers are not involved in the marketing process.A Study on Sales Promotion Table No. 12 Table representing the way of marketing of the products Way Direct marketing (Showroom) Retailers Dealers All of the above Total No. of Respondents 30 ─ ─ ─ 30 Percentage 100 ─ ─ ─ 100 Analysis  100% of the respondents are of the opinion that the marketing of products are through direct marketing. Page 65 .

of Respondents Page 66 .A Study on Sales Promotion Graph 12 The way of marketing of the products 35 30 25 20 15 10 5 0 0 0 0 Direct m arketing Retailers Dealers All of the above 30 No.

13 Table representing the target consumers Target Upper class Middle class Lower class Total No. of Respondents 27 3 ─ 30 Percentage 90 10 ─ 100% Analysis  90% the target customers are from upper class. Interpretation  The target consumers are the upper class and the middle class. Page 67 .A Study on Sales Promotion Table No.  10% of the target customers are from middle class.

A Study on Sales Promotion Graph 13 The target consumers Page 68 .

of Respondents ─ ─ ─ 17 13 30 Percentage ─ ─ ─ 57 43 100 Analysis  100% of the respondents are of the opinion that no incentives are given at present.A Study on Sales Promotion Table No. 14 Table representing the kind of incentives received by the employee Kind of incentives Commission Schemes Free gifts Recognition Nothing at present Total No. Page 69 . Interpretation  No incentives are given to the marketing personnel at present.

A Study on Sales Promotion Graph 14 Kind of incentives received by the marketing personnel Page 70 .

Specific Findings: Page 71 . Specific Findings:  This is pertaining to the objectives of the study. General Findings:  This is with regard to the market dynamics and visits made by the researcher to companies having almost similar products profile.A Study on Sales Promotion CHAPTER – 5 SUMMARY OF FINDINGS AND CONCLISION A Summary of Findings: The finding can be grouped together into two broad categories such as.

5. the consumer isn’t really strapped for choice. 3. Page 72 . The company adopts a variety of promotional methods such as paper insertion. participating in exhibitions. Foreign companies can invest up to 100% in most of the manufacturing industries in India. With the vast array of modular option available in market. Though brand names like Godrej and Trident Inter Wood came into the picture but the fact reveals that there is no dominant player in the market. So every player is vying with each other to capture a larger pie in the markets. direct mail. 2. The activities carried out by each and every department of the organization is systematic.A Study on Sales Promotion 1. General Findings: 1. 4. The products are marketed through direct marketing (showroom) and dealers are not involved in the marketing process so far. including furniture. display stalls. presentations and showrooms. 2. telemarketing. Transparency is maintained at the levels of the organization.

7. “Quality never comes cheap”.A Study on Sales Promotion 3. With respect to the foil. In this respect. furniture made from Asian Teak Wood which is available in the rich rain forests of Malaysia is flooded in the Indian market. This can be rightly marked as the strength of the company. 6. With regard to home furnishings. products of Ferror Dek are at par with the other players having brand names and at the same time the products are reasonable priced. Majority of the marketing executives are male. 8. With regard to the quality. Moreover. Ferror Dek has an added advantage. most of the companies have standardized products but the products of Ferror Dek are customized. Ferror Dek offers a wide range of colors. 9. this means to say that the competition is very intense. Many branded companies outsource the products because of which the delivery time of the product ordered is stretched. Italian manufacturers have now entered the Indian markets. 5. In a nutshell. 4. This gives it an edge over the others. The prices of the products are reasonable though they are competitive. Page 73 . This is true but at the same time. it is also true that quality can come at a reasonable price.

No incentives are given by the company to its marketing personnel at present. So. Modular kitchens are sold more per month. design and delivery time of the product ordered play a crucial role in triggering out demand generation of the product. 15. 11. quality and finishing contributes in differentiating the products of the organization from that of the others. 16. 12. Page 74 . Apart from price of the product. 14. The products are of good quality and are at par with other competitors having brand names. Discount is given on repeat purchase. 17. customized products. this area needs greater focus. The target consumers are the elite and upper middle class. 13.A Study on Sales Promotion 10. The company does not adhere to stringent norm while giving discount on repeat purchase. Reasonable pricing.

Ferror Dek Pvt. create or produce. lays the importance of co-ordination. is one of them because they believe in teamwork. Herein. their perceptions and emotions and builds confidence in their creative spirit!” This inspiring thought of Ansell Adams is well appreciated by new style marketing organizations which understand that “boxes and lines” structures can’t drive value in fast moving environments. No doubt.A Study on Sales Promotion CONCLUSION “No man has the right to dictate what other men should perceive. the need of the Indian consumer evolves beyond “roti. but all should be encouraged to reveal themselves. The game in the new-breed furniture industry is no longer furnishing. To capture opportunities continually. Transforming a pipeline full of ideas into a value – generating portfolio of products and services is hard. kapada aur makaan”. the company must have a continual flow of ideas. It is about “home dressing”. Ltd. Today. Page 75 .

In today’s crowded market place. it’s all about adding own touch to one’s home to make it unique – a perfect blend of form and function. to establish and reinforce an unmistakable brand and corporate identity in all channels of fickle minded consumers. where products and services are touting themselves to be the best. it is crucial for people to employ efficient storage spaces that are affordable to purchase. From the various channels of advertising. lays the importance of the Japanese proverb which says – “Thinking without action is a daydream and action without thinking is a nightmare”. it is vital to stand out in the crowd. It is important for Ferror Dek Pvt. Ferror Dek with its unique strength provides customer solution that offers the perfect balance of quality and economy. Ltd. With the rise in income and the infiltration of western luxury goods have created a cultural shift towards materialism and consumerism.A Study on Sales Promotion A home is not just a living space but one’s statement of individuality to the world. Page 76 . point of sale displays and how the employees are relating to the customers. Herein. With the ever increasing number of house-hold items. The modular kitchen of today is the epitome of functionality and multi-purpose aspects. a highly dynamic and always on the move job profiles. Big or small.

A Study on Sales Promotion CHAPTER – 6 RECOMMENDATIONS AND SUGGESTIONS This chapter lists the various recommendations and suggestions with respect to the findings and in congruence with the objectives of the study. Quality clubbed with reasonable pricing and quick delivery made the product of the company stand apart. Page 77 . Recommendations: 1. 2. It’s overwhelming to find out that the organization works in a systematic manner. The marketing campaign should focus on this aspect and made according to its line. A blend of co-ordination will definitely enhance the performance of the company.

6. This very fact must be highlighted in the marketing campaign. craftsmanship and product quality. if not retailers at the moment. Other than emphasis on design. This is predominantly done to motivate the sales force and enhance their performance. 9. This will certainly help in sales promotion in order to create repeat purchase. 7. The company must stick to a norm while giving discounts on repeat purchase. the company can include dealers. 4. The strength of the company is its customized products. In order to have a rapid market access. the company’s unique strength also lies in its capability as a fully – Page 78 . The company can introduce some reward schemes so that a person is benefited after the fulfillment and over achievement of the target. the ambit of the target consumers should be stretched so that middle class consumers also fit into it.A Study on Sales Promotion 3. 8. As the products are reasonably priced. 5. The company should focus the marketing strategies on Modular kitchens in the home furnishing arena as it is moving in the market rapidly.

in as it is India’s biggest online B2B plan with largest virtual furniture directory. So. the company can register itself in Furniture.A Study on Sales Promotion integrated furniture manufacturer. This will help in showcasing the products of the magazine. 3. 10. This can add an extra spice to sales. Feng Shui items are gaining prominence right at the moment.co. 4. Suggestions: 1. Feng Shui describes the wood personality as one possessing good decision Page 79 . The company should explore all possible ways in order to aggressively sell its products. So the marketing campaign should be designed to woo the customers. In order to tap the potential market. the Company can advertise in a magazine named ‘Builders Grid’. This fact should be highlighted during the advertisement campaigns. Everyone is aware of the growth in wealth and change in lifestyle among Bangalore’s novae riche. The need of the hour is aggressive marketing. 2. The construction industry is in boom.

A method named ‘Experimental Marketing’ can be adopted by the Company wherein the prospective consumers can be invited to visit the showroom and touch and feel the products. 6. One of them can be suggested as ‘Dream House’ road shows. The fact can help in emotional marketing of the product and also combat competition from Godrej whose modular kitchens are made of steel. compassion and the ability to create change. 5. Moreover. the Company has to walk the extra mile. 7. so there should be some value addition so as to make the Company stand apart in the market. idealism. It will help in creating and reinforcing the Company’s identity in the minds of the consumer. The Company can adopt some ways to listen to the customer’s feedback which should be noted in writing so that it will help in continual improvement and make the company to be in the right track always. In order to be extra ordinary. a sense of involvement will be felt by the customers whish can give the company a cutting edge. In today’s crowed market place in order to increase the size of the pie. imagination. Since the competition is intense. 8. One such way is to improvise the customer service. This fact should be deeply rooted in the minds of the employees. Page 80 . Consumer is the king in the market.A Study on Sales Promotion making skills. the Company can adopt innovative promotional strategies.

some eye sizzlers showcasing the products of the company and paper insertion are enclosed herewith. QUESTIONNAIRE 1) Name: 2) Address: 3) Designation: 4) Sex: a) Male b) Female 5) Type of products dealing with Page 81 .A Study on Sales Promotion APPENDICES AND ANNEXURES A copy of the questionnaire.

A Study on Sales Promotion a) Home furnishing b) Office furnishing 6) How are you priced? a) High b) Reasonable c) Competitive d) Low 7) Who is your major competitor? 8) What is your competitor’s strength? / What makes you ahead of him? a) Quality b) Brand image c) Pricing d) Promotional activities 9) With respect to other competitors how do you rate yourself in terms of quality? Page 82 .

A Study on Sales Promotion a) Good b) Very good c) Fair d) Poor 10)Which products are sold more per week/per month? 11) What specific merits do you think will differentiate your products from others? a) Reasonable price b) Quality c) Customized products d) Finishing 12)How important do you feel that the following factors play a major role in demand generation on a scale of 1-5? a) Price of the product b) Awareness about the product c) Delivery time of the product ordered d) Presentation of the product e) Design of the product Page 83 .

Important 3.Very important 4.A Study on Sales Promotion 5.Makes little differences 2.Does not make any difference 13)How do you promote your products? a) Paper insertion b) Telemarketing c) Display stalls d) Participating in Exhibition e) Direct mail f) Presentations g) Showrooms h) All of the above 14) A) Do you give any discount on repeat purchase? a) Yes b) No B) If yes how much discount do you give? a) 2-5% b) 6-10% c) 11-15% d) 16-20% Page 84 .Not important 1.

A Study on Sales Promotion e) None 15)How are you marketing your products? a) Direct marketing b) Retailers c) Dealers d) All the above 16)Who are your target consumers? a) Elite class and upper middle class b) Middle class c) Lower middle class d) Corporate 17)What kind of incentives are you getting? a) Commission b) Schemes c) Free gifts d) Recognition e) Nothing at present Page 85 .

A Study on Sales Promotion THANK YOU! Page 86 .

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